Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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Trust Trumps Subject Lines

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There are best practices when it comes
to the subject line of a company's email marketing
campaign — these include avoiding all caps, as well as exclamation points or
other unnatural symbols.

However, the subject line might not be
as important as you think. The subject in an email campaign is not always the
first thing recipients look at. It’s often times the "from" line that
actually gets a reader’s attention. It’s been indicated that subject lines come
in third place, behind knowing and trusting the sender and having previously
opened an email from that sender, as reasons for receiving a click.

This points to the fact that trust in
an email sender carries more weight than the subject line itself. As an email
marketer, you need to create a good first impression with new subscribers in
order to facilitate a high level of trust from the start.

What's more, emails should always
contain something of value — such as useful tips or discounts — and have a
consistent "from" name.

Yet, it’s also been said that a
deceptive subject lines can still act as a deterrent to subscribers. The bad
taste left in the recipients' mouth may be enough for them to click the
"unsubscribe" button.

So what do you think? Do you focus more
on the subject line or the “from” name? Share your thoughts and comments below.